B2B niche marketing - Hard work but big payoff!

July 31, 2022

I have been asked to help a cybersecurity client improve their marketing strategy, specifically new client acquisitions. Of course, you know many different ways to accomplish this goal, but...

  • What exactly do you do?
  • How do you decide which one to use?
  • What is the best way to ensure you are reaching your objectives?

Here are some of the most common goals that clients ask me to help them accomplish.

89%

According to Google  89% of B2B researchers use the internet to find B2B services.Source: theegg.com

Getting the Attention of your target audience...

Awareness is the first step toward generating interest, desire, and action. To reach this objective, you must engage prospects and existing customers. To do this effectively, you must build relationships and trust, provide value and educate your audience.

...get them to realize they have a problem to solve...

Once you have generated interest and awareness, you must create desire. People buy because they want to transform into some other state.

They don't usually buy because someone tells them to. So if you want to move people into buying mode, you must show them why they should and what benefit they will realize.  

Why does this product or service matter to them?... Why now? ...Why this company over another?

...then they need to take action Action!

BTW... although its written above in most simplistic way ...  Getting the Attention of your target audience. get them to realize they have a problem to solve. then they need to take action Action! is much easer said than done... as a sales and marketing expert (self-named) I'm always looking for new ways to make a friend!

What is a niche?

A niche is a well-defined target audience within a broader market. Niche markets tend to have specific requirements not met by most products and services. They also often have unique problems and challenges that are difficult to solve.

Niche marketing is typically associated with small businesses, but there are many examples of large companies successfully targeting niches. For example, Apple's iPhone is a niche product, but one that has become ubiquitous across multiple industries.

The term "niche" came into use in the late 1990s, probably because it was a way to describe the smaller audiences targeted by internet marketers. However, some people believe that "niche' has been short for "new Internet customers" since those early days of the web.but in the past decade, the niche marketing concept has expanded beyond online commerce. Today, we see niche marketing used in almost every industry.

How do you market a niche B2B? ...and generate leads from small B2B audiences in a niche market?

Many businesses struggle to dominate niches because it feels like there's little room for growth. However, some niches offer less competition than others. This is because most people don't know about a product or service unless someone tells them about it. So when you focus on a particular audience, you reduce the number of competitors and increase the likelihood of making sales.

The problem is that many companies fail to take advantage of niche markets because they lack the skills to identify them and develop effective strategies. Moreover, many marketers aren't even aware of such opportunities, let alone how to generate leads.

This article will look at what makes a good niche market and discuss how to find one. We'll then explore ways to grow your customer base and build relationships with prospects. Finally, we'll look into the different approaches to lead generation and explain why each works well in certain circumstances.

Generating Leads in Niche B2B Markets

I often hear, "Why aren't there more successful niche businesses?" Well, there are plenty of reasons, but one of the biggest challenges is understanding what makes a niche successful. There are three critical elements to creating a successful niche business:

1. Choose a niche where there isn't already a lot of competition.

2. Make sure you're solving a real problem for people.

3. Build a brand around your niche.

You call 300 companies and with persistent effort you reach 75% (best case) of that the available contacts.Source: theriot.agency

You'll dominate a specific niche market if you can do those things. And that's precisely what we want to show you how to do today.

What is an example of B2B marketing?

I will use some examples from my own experience, but you can probably find similar examples in your industry.

A company that sells software (or other products) to businesses. They have a website and send out sales letters to potential customers. The content of these letters is focused on helping their customers solve business problems.

A company that provides consulting services to businesses. Their focus is on solving business problems. They may sell software as part of their solution, but they aren't necessarily selling software per se.

A company that provides training courses to businesses. Again, their focus is on solving a business problem. They might offer software solutions, but they're not really selling software per se.

Strategies for B2B Niche Marketing

Start With Your Buyer Persona and Ideal Customer Profile

You know how important it is to understand your buyers. After all, without knowing what motivates them, you won't be able to develop products that address their needs. But just because you've got a good idea about your prospects doesn't mean you'll always be able to reach out to them effectively. There are many reasons that might happen, including the fact that some people don't want to buy anything. Instead, they're happy being passive consumers.

The good news is that there's no one-size-fits-all approach to reaching out to potential buyers. Instead, it would be best if you tailored your outreach efforts to each prospect. To do that, you need to start with your buyer persona and ideal customer profile.

So what are those things, exactly?

Your buyer persona represents the typical buyer in your organization. Think of them as composite characters based on real people you've met. For example, let's say you sell software to manufacturing companies. A buyer persona could look something like this:

  • A manager at a large manufacturing plant
  • He has been working in his current position for five years
  • Is responsible for managing several departments
  • Lives in the Midwest

Create movement-first content to build credibility

Did you know that 40% of marketers say that content marketing is very important to their overall marketing strategy? Source: advertisingweek.com

The subscription economy isn't real. There's no such thing. But companies are trying to convince you otherwise.

In the case of Zuora, it took over $100 million in VC funding to persuade people that subscriptions are the future. And now, it's still doing it.

In 2017, Zuora spent $10 million on marketing and public relations. Its CEO David Cancel tweeted a link to one of his many blog posts about how the subscription economy was coming soon. He told everyone to start preparing themselves.

Zuora's problem wasn't just that nobody cared about the subscription economy. Their problem was that nobody knew what the hell the subscription economy was. They didn't know what it meant to sell something directly to customers without going through an intermediary. They didn't understand why the world was changing around them.

So they did what every good PR person does: they talked about it incessantly.

Build Niche-Focused Content Marketing to Build Thought Leadership

Smaller markets tend to have few reliable content sources specifically focused on the relevant niche and addressing pain points. These are your opportunities to step up and become a thought leader in this space. Your content needs to be hyper-focused on your specific target market and ICP. You want to orient your content strategy specifically towards these segments and over time, build credibility within your targeted communities. Leverage the added value that comes from being considered an expert in your field.

Use targeted case studies to close dream accounts.

  • After creating content for multiple accounts, the team had a solid list of prospects to pitch.
  • But how do you reach out to those people without being annoying? How do you make sure they read what you write?
  • The answer came with creating a custom landing page for each prospect. Each page included a short bio, testimonials, and a call to action.
  • And here's where things got interesting: The team used the same template for every page but customized the text based on the specific person they were targeting.
  • For example, the contact name might be different, or the job title might change. But the language remained consistent, making it easy for the writer to craft a compelling piece of content.
  • In addition to the tailored messaging, the team added a few extra touches to keep the reader engaged.
  • First, they embedded a video: A quick 30-second clip showing off the product, talking about why it mattered, and giving a glimpse of the benefits.

Join Niche User Groups on Social Media

A recent statistic revealed that 35% of content marketers found online communities to be their best source for promoting content. Source: advertisingweek.com

If you want to learn about how to build a successful online presence and brand, there are many ways to do it. One of the most effective ways is to join a community of people like yourself who care about similar things to what you do.

These communities help you connect with others who share your interests and passions. They provide a place where you can ask questions, seek advice, and find support. And because these communities are often built around a specific topic, you can easily find others interested in the same thing you are.

These communities can range anywhere from small, niche forums on social media sites to larger, more established platforms such as LinkedIn or Facebook Groups. Some of the largest companies in the world use these types of communities to engage with customers and prospects.

For example, large technology companies such as Apple, Amazon, and Microsoft host thousands of active discussion boards on their respective websites. Smaller businesses can benefit from joining niche user groups on social media too.

Many of these groups are focused on topics related to running a business, including sales, customer service, product development, and marketing. There are even dedicated groups for entrepreneurs looking to start their businesses.

Partner with industry publications to reach hundreds of decision-makers

The British call-center industry has been around since the 1980s, and many still refer to it as "the telephone." But there's no denying that the modern-day call center is a much more significant part of our lives than ever before.

In fact, according to research from Gartner, over 50% of customer interactions happen via phone today. And while most companies operate one or more traditional call centers, most now use digital contact center technology to handle those calls.

So what does this mean for the future of the industry?

For starters, it's a lot less about phones and a lot more about computers. As well as being able to answer questions and provide information online, modern call centers offer self-service options such as chatbots, video calling, email support, and even automated messaging systems.

But perhaps the most significant change is how customers interact with the industry. Traditionally, businesses had to work hard to build relationships with existing clients. They'd send out newsletters, hold conferences, and publish white papers.

Nowadays, though, the focus is on building communities of interest. This includes everything from social media groups to LinkedIn Groups, Slack channels, Facebook Pages, Twitter Lists, YouTube Channels, and even Reddit Subreddits.

And thanks to the rise of digital communication tools like Skype, WhatsApp, and Viber, consumers are becoming increasingly comfortable contacting businesses directly. So rather than waiting for a newsletter or brochure, they're simply reaching out to the company themselves.

As a result, the industry is moving towards a model where businesses are working closely with their target audience - potential customers, current clients, employees, partners, suppliers, or anyone else.

Attend Conferences and Networking Events

The small community within your niches will likely get together for conference calls, meetings, and even local meetups.

These are great opportunities to build relationships and learn about what others are doing. When attending these events, it can be helpful to bring some promotional items—a book, t-shirt, or coffee mug—to give away.

This way, attendees know you're there because you want to talk shop, rather than just trying to sell something.

Consider Account-Based Case Studies

The world of marketing is changing rapidly. As businesses become increasingly digital, many companies are looking to outsource their lead generation needs.

In fact, according to HubSpot, nearly half of marketers plan to increase spending on demand generation over the next 12 months. And while many organizations still struggle to generate qualified buyers, those that do see big wins.

One thing hasn't changed, though - the importance of having great sales enablement tools. So it makes sense that most marketers are now turning to demand gen solutions like Hubspot Sales Navigator. They're helping marketers scale up their campaigns, connect with prospects, and close deals faster.

But what about those that don't want to outsource their demand generation needs?

What about those who want to focus on building solid relationships with existing customers?

Therefore, we'd like to highlight some of the best examples of account-based case studies.

Account-based case studies are compelling because they allow you to show potential clients why you're different from the competition. While everyone else is trying to sell features and benefits, you'll be selling value. You'll be showing off your ability to provide real tangible results. And that's something that people really appreciate.

Here are reasons you should consider creating account-based case studies:

Focus Your Efforts On Key Accounts

If your organization isn't already working with specific accounts, it might make sense to start focusing your efforts on those willing to pay a premium. Why? Because they're likely to be more profitable. Plus, you'll be able to demonstrate your expertise and experience with key accounts.

Determine Your Target Market

Before you begin looking for prospective clients, determine what constitutes your ideal audience. For example, do you want to work with SMBs that deal primarily with accounting issues? Or would you prefer working with larger organizations that use your solution across multiple departments?

Once you understand what types of companies you'd like to approach, narrow down your list of potential prospects based on industry size, geography, and similar factors.

Identify Potential Clients

Once you've identified your target market, reach out to those companies directly. Start by contacting sales representatives or executives who handle purchasing decisions. They'll likely be able to provide insight into their organization's needs and identify potential candidates.

90% of marketers say that Segmenting Your B2B Content Marketing is important.....BUT only 45% of marketers are actually doing this! Source: acumenstudio.com

Conclusion

Content Marketing Is Not Just About Content - It's About Strategy, Execution & Network Effects

There are thousands of B2C industries that seem too complex and too niche for content marketing, despite what some vendors claim. But it doesn't mean you shouldn't use content marketing to generate leads and customers. You just have to do things differently.

There are many B2B industries where content marketing works better than traditional lead generation tactics. This includes industries like manufacturing, healthcare, technology, retail, financial services, insurance, legal services, education, hospitality, food and beverage, travel and transportation, energy, and others.

The reason why content marketing works well in these industries is that there's a lot more involved than simply creating good content. Rather, it involves leveraging network effects, building credibility, and leveraging contrarian views to build authority.

Ultimately, there's a lot less to "content marketing" than people think. It's about strategy, execution, and network effects. If you're looking for something that sounds simple, easy, and straightforward, then you've come to the wrong place.

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Marco Giunta Sales Marketing expert

About the Author
Marco Giunta
had an interesting journey to digital B2B marketing sales. He began with a C64, and Founded several startups where he focused on projects around top_line revenue growth and helping companies succeed...

see Marco Giunta's resume

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